Dubai color cosmetics brand Luscious Cosmetics has expanded its distribution into the US, targeting women of color.

The brand, launched in 2007 based on founder Mehrbano Sethi’s family heritage, is sold in Sephora stores across Hong Kong, Malaysia, The Philippines, Singapore, and Pakistan, targeting diverse skin tones.

Speaking to PopSugar, Sethi, said, “We are thrilled to finally be in the US! I have wanted to enter the US market for years, but as an independent beauty brand, it took some time for us to grow organically around the globe and create enough inventory for the largest beauty market in the world. Also, with the rise of homegrown, independent beauty brands and a new focus on diversity and multiculturalism, we feel it’s the perfect time to introduce ourselves as a brand whose DNA is modern, global, beauty.”

Priced at around $20, the brand is targeting the mass market and has products such as brow pencils, eye shadows, eye primers, mascaras, eye liners, blushes, concealers, face primers, foundations, highlighters, contours, powders, and palettes.